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Award for Patient-Centricity

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A Life in a Day - Building Empathy to Support Patient Centric Goals

by The Method
with support from AstraZeneca

Summary of work

A Life in a Day is an immersive learning programme that measurably supports the development of greater patient centricity across the pharmaceutical and healthcare industries.
Created by British company The Method, it is completely unique and unlike any other learning and development programme designed to empower participants to embrace patient-centric practices. Bespoke experiences, which simulate the personal, professional and social challenges associated with a life-limiting medical condition, are developed according to clients’ needs. Intense, challenging and emotive, the power of A Life in a Day lies in its ability to generate a deep sense of empathy, which serves to inspire those who take part, and effect lasting change.
A Life in a Day increases understanding and empathy, supporting the pharmaceutical industry to develop meaningful patient-centric strategies and have better patient-driven conversations with healthcare professionals (HCPs). Research shows statistically significant results and clients report an uplift in putting patient experience at the forefront of their work; AstraZeneca, for example, has seen a 20% increase in patient-focused conversations between its UK field sales team and HCPs in 2021 after participating in A Life in a Day.
Today, more than 4,000 participants in 55 countries have participated in A Life in a Day.

Judges' comments

AstraZeneca and The Method produced a campaign that was high on objectives and the judges really liked the work. They loved the patient insight and the overall concept is extremely strong, with the impact seen clearly.


Mental Health Empowerment - by Attigo, supported by Johnson and Johnson, The Department for International Development and Yale University


A Life in a Day - Building Empathy to Support Patient Centric Goals - by The Method
with support from AstraZeneca

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022